In 21st century sales and marketing, it is generally agreed that sticking to silos is not going to benefit anyone, but it is not always clear how to find the right syncretism to create consistent, well-targeted campaigns with perfect alignment among all teams involved. We believe that a blend of digital and human channels is the most powerful sales and marketing weapon and an omnichannel campaign is the best way to deliver this.
We have written about the benefits of omnichannel marketing before; in this article we are going to show what a well-planned and executed omnichannel campaign might look like.
Let’s say you are planning to host an event to raise awareness of your brand among your prospects; you want to promote the event to find attendees and get face-to-face appointments with good business leads.
You will need to reach out to prospects who sit on several departments in your target companies (Procurement, HR, Finance….) all with different needs and expectations. You must engage each prospect with targeted messages via the most appropriate channels without causing too much overlap.
Call the strategy meeting.
- First of all, call an initial meeting with your Sales, Lead Generation and Marketing teams. During the meeting, the omnichannel campaign will be designed and all teams involved will agree on target audiences, their main needs, most appropriate channels, messages, KPIs and -crucially- the definition of a good sales lead.
The preliminary work.
- You will create a new page -or dedicated micro website- to serve as a landing page for the event. Plan this carefully so that the page contains all information and lead magnets (e.g. a free subscription form). If you decide to create a micro-website, link it to your main website in order to make the most of the traffic and ranking coming from this; otherwise, as a new page, it will be hard to rank.
- Your SEO team will do the keyword search around the theme of the event and will design the SEO strategy.
- Copy will be developed by your copywriting team for the new page or website including a series of blog posts to promote the event.
- Your Lead Generation team will start calling prospects to inform them of the event and get them to attend.
- Your SEO team will optimise the new web page and the blog posts to give them organic visibility on search engine pages.
- A PPC campaign will be launched to support the SEO strategy.
- The social media team will run organic and paid campaigns to promote the event among prospects and influencers.
- It is always a good idea to create a video highlighting the upcoming event; you should upload this onto your video channels and stream it on your website.
- The copywriting team will write a press release containing keywords and links to the event page.
- All your clients, newsletter subscribers and prospects will receive e-shots about the event prompting them to reserve a place.
- The Lead Generation team will follow up with phone calls to all e-shot openers to try and secure more attendees.
- As all these efforts progress, the analytics team will track e-shot opens, website visits, social signals, brand mentions and inbound links to the product page. They will constantly share all this information with the other teams involved in the campaign.
On the day and after.
- On the day, your media team will cover the event with video and podcast interviews to attendees and speakers.
- After the event, you will create a PDF document to highlight the outcome of the main discussions. Make the PDF document available for download on your website and send an e-shot to all attendees prompting them to download the document.
- Your Lead Generation team will then call all downloaders to try and get face-to face appointments for your sales team. Your sales people will then go to their appointments armed with all the intelligence gathered during the campaign, which will give them higher chances of closing the deal.
This approach will guarantee that you reach out and engage different audiences while maintaining a seamless conversation across all points of contact.
Using the latest technology will make your campaign faster and more accurate. Modern analytics and marketing automation tools work fantastically well with your CRM to track engagement, automate messages and responses; they are an indispensable support to any campaign like the one described above.
Finally, each omnichannel campaign is different and there are many ways in which you can make it a success; at Broadley Speaking we have developed an approach called Total Prospect Management which integrates traditional and digital channels to uncover perfectly qualified business opportunities for our clients.
If you would like to know how we can help your business, please e-mail us or call +44 (0)1822 618537